Show me some sales lift!

The tricky part about awareness campaigns is measurement. I mean, yeah, marketers get it, but a client spending the $$$ sometimes needs more data to back it up and rightfully so.

Source: MartechToday

Welcome new ways to measure sales lift on YouTube: Google has extended sales lift measurement to Nielsen Catalina Solutions, enabling consumer packaged goods advertisers in the United States to help them measure how effective their YouTube campaigns are at moving products off the shelves.

Deterministic Attribution [for some]

Kochava launches deterministic attribution for the mobile web by attaching cookies to device IDs for a better understanding of mobile web ads on app installs.

Source: Kochava

What you need to know: First, let’s define deterministic vs. probabilistic data. Deterministic is when a platform can (with 100% accuracy) determine the user across devices or IDs. Probabilistic is when attribution can be inferred with a subset of data that is large enough to establish statistically significant user behavior.

Caveats: Unsurprisingly, there are some caveats. The first party cookie is only valid for ~30 days. The cookie and ID match can only happen at the second visit. as on the first visit, it only collects and matches. As such, it is only possible to measure deterministic attribution if a user clicks an ad then goes to install it or if a user clicks on an ad within the app.

What does this mean for advertisers: Although not a holistic attribution solution, Kochava’s deterministic attribution can help you understand what ads are effectively driving app installs.